Corporate giant Sears has tapped Hip-Hop veteran LL Cool J to launch a new branded line by the rapper, that will be in stores this September. According to Women’s Wear Daily, the rapper is launching LL Cool J for Sears, a collection of casual wear for juniors, girls, boys, and young men. The new line will be sold in 450 of Sears’ 900 stores, highlighted in customized “shops in shops” featuring the line.


Sears hopes the clothing line will help its ailing bottom line, as the company’s profits fell 47% to $426 million dollars, as compared to the $811 million dollars that Sears earned a year ago. Estimates say the 40-year-old rap legend’s clothing line could earn as much as $100 million dollars for Sears.

"I have always had a hand in fashion in some capacity [as the face of brands such as Kangol and Fubu], but I have never embraced a brand the way I will embrace this," LL Cool J told WWD.com. "The LL Cool J name is a brand I have been building for 25 years and I didn't want to do this line with just any store. I wanted to wait until I felt comfortable enough to take the leap."


Sears will launch a nationwide television and print campaign to market LL Cool J for Sears. LL, born James Told Smith, will be featured in the commercials with his wife Simone, his son Najee and his two daughters, Samaria and Nina.
He will also hold in-store contests where fans can win a chance to go to the studio or be on the set of a video with the rapper. LL Cool J for Sears will be priced from $22-$50 dollars.

In related news, Exit 13, the rapper‘s 13th and final album for Def Jam, is due in stores on July 18.